I blogged the other day about these cool new stationary bikes I had seen at the gym.  I was there again yesterday (twice in one week!), and noticed a woman who was riding away intensely on one of them.  A few minutes later, she triumphantly shouted, "I won!!" and stretched her arms overhead in victory.  It was as if she had just passed Lance Armstrong to take a leg of the Tour de France. I chuckled to myself, and then realized this was a moment of opportunity for me to conduct some field research.